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An examination of factors influencing consumer adoption of short message service (SMS)

An examination of factors influencing consumer adoption of short message service (SMS) Factors related to consumer adoption of short message service (SMS) are analyzed in this article. Our structural equation model identifies perceived enjoyment (PENJ), perceived monetary value (PMV), perceived usefulness (PU), and perceived ease of use (PEU) as four major factors that directly affect Korean mobile phone users' SMS adoption. We also find that network factor (NET), interface convenience (IC), and context controllability (CC) have significant indirect impacts on consumer adoption of SMS through their respective paths on perceived usefulness (PU) and perceived ease of use (PEU). Our findings demonstrate that SMS must be perceived as enjoyable and pleasant, because consumers' motivation to use enjoyable and pleasant services like SMS enhances their value perceptions of SMS such as perceived usefulness (PU) and perceived ease of use (PEU). The findings also suggest that more convenient and easier‐to‐use system interfaces, greater context controllability across various SMS usage contexts, and greater network externalities can facilitate SMS adoption in the future. © 2008 Wiley Periodicals, Inc. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Psychology & Marketing Wiley

An examination of factors influencing consumer adoption of short message service (SMS)

Taylor, Charles R.; Lee, Doo Hee
Psychology & Marketing , Volume 25 (8) – Aug 1, 2008
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References (36)

Publisher
Wiley
Copyright
© 2008 Wiley Periodicals, Inc.
ISSN
0742-6046
eISSN
1520-6793
DOI
10.1002/mar.20238
Publisher site
See Article on Publisher Site

Abstract

Factors related to consumer adoption of short message service (SMS) are analyzed in this article. Our structural equation model identifies perceived enjoyment (PENJ), perceived monetary value (PMV), perceived usefulness (PU), and perceived ease of use (PEU) as four major factors that directly affect Korean mobile phone users' SMS adoption. We also find that network factor (NET), interface convenience (IC), and context controllability (CC) have significant indirect impacts on consumer adoption of SMS through their respective paths on perceived usefulness (PU) and perceived ease of use (PEU). Our findings demonstrate that SMS must be perceived as enjoyable and pleasant, because consumers' motivation to use enjoyable and pleasant services like SMS enhances their value perceptions of SMS such as perceived usefulness (PU) and perceived ease of use (PEU). The findings also suggest that more convenient and easier‐to‐use system interfaces, greater context controllability across various SMS usage contexts, and greater network externalities can facilitate SMS adoption in the future. © 2008 Wiley Periodicals, Inc.

Journal

Psychology & Marketing – Wiley

Published: Aug 1, 2008

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